i29 interior architects where asked to design the a second retail store for Frame Magazine in Amsterdam, The Netherlands. i29 proposed a radical concept; two shops in one, two contradictory experiences in one space. One white and rectangular installation versus one black and diagonal. A white museological experience apposing a black shop experience full of products. Framestore works in the intersection between art, design, architecture and fashion. The interior design is based on the changeability of such a diverse shop. Flexibility and being able to change the store identity completely was the main focus.

Seen from the front, an installation of white panels and black frames floats in the all white space. Hanging from walls, floors and ceiling these panels intend to function as a white canvas. The content of this ‘canvas’ can be changed as all front panels are easily replaceable. Personalized presentations on particular themes can be exposed. The use of text and graphic art linking back to the magazine’s origins. But also enabling artists to be invited by FRAME Magazine to completely transform the environment.

Looking from back to front, the shop offers a totally different experience; triangular shaped display boards in black stained wood show the actual products behind the front panels. ‚NEW’ was displayed over several panels playing with the multidimensional. [Photos and information provided via e-mail by i29 interior architects]